Themed restaurants have become increasingly popular in Malaysia, especially in the Bandar Baru Bangi area, and these establishments are known to attract a younger clientele. To investigate the factors that influence the dining intentions of young people at themed restaurants, a survey was conducted to 150 respondents and analyzed using SPSS version 20. The study employed descriptive and inferential statistical methods to achieve its objectives, which include identifying the most significant factor affecting youth's dining intentions and examining the relationship between independent and dependent variables. The findings of the study suggest that self-concept/self-congruence is the primary factor that influences the intention of young people to dine at themed restaurants in Malaysia.
The behavior of young people in relation to patronizing themed restaurants has a significant effect for the restaurant industry. If young people are found to be highly inclined towards themed restaurants, this could lead to an increase in the number of themed restaurants that are opened to cater to this demographic. On the other hand, if young people are not interested in themed restaurants, this may result in themed restaurants having to change their strategies and adapt to attract a different clientele.
In future studies related to the topic of youth's inclination towards themed restaurants, it is suggested to include other potential factors that can affect their intentions. Moreover, to strengthen the findings, a larger number of participants should be considered. Additionally, the current study's sample location may not be an accurate representation of all themed restaurants in Bandar Baru Bangi, so it is recommended to collect data directly from these restaurants to ensure the dining experiences are recent and reliable for future research.
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